Hollywood’s Nightlife Revival

There's an explosion going on in the Hollywood district of Los Angeles, and the fireworks are not from the latest action film. Restaurants and lounges are popping up everywhere. The whirl of activity is happening after decades of a "Big Sleep," when a deteriorating Hollywood was shunned by most of Los Angeles.

The newest magnet is Jeffrey Chodorow's Social Hollywood, a stunning 27,000-square-foot, $12 million showcase located in the landmark Hollywood Athletic Club. The building was founded by Charlie Chaplin, Cecil B. De Mille and Rudolph Valentino and has a reputation as a hangout of the stars. In the completely renovated site, Social is as elegantly beautiful as "Hollywood" wants to be. A Moroccan influence highlights the lush décor and delectable menu. Invitation-only members will have access to exclusive upstairs rooms.
 
Another potent entry into the Hollywood "Derby" is Citizen Smith, a creation of celebrity designer Thomas Schoos, whose private clients include those other Smiths (Will and Jada Pinkett), Ellen DeGeneres and Ashlee Simpson. Schoos, a charismatic P.T. Barnum of design is wowing his loyal following with a space that includes three bars, hundreds of flickering candles, cowhide walls and chandeliers printed with translucent photos. There are discrete hideaways, a patio and lots of people everywhere. This is a place for comfort food, with the late-night menu served till 4 a.m.

Celebrities have long been a big part of the L.A. restaurant/bar scene, but the restaurants were usually owned by entrepreneurs. The current whirlwind is producing a new phenomenon where industry investing is the key. Lining up to invest in the next hot spot, stars see the restaurants as a place to make deals, bring clients and be seen. For as much as $10,000-$20,000 they can gain access to power and be a player. On a Saturday night, when it is almost impossible to get reservations, investors (and friends and clients) are easily booked.

A driving force in this new investment direction is Adolfo Suaya. Early success with his Gaucho Grill laid the foundation for a future empire. When property was still "reasonable," he purchased sites for possible restaurants and lounges, apartment buildings and even a downtown hotel.

Suaya uses the same approach for all his properties. First, the concept idea is defined, then the design is created, and, lastly, the menu is planned. As this comes together, Suaya plots which stars to court for each endeavor (such as Geisha House investors Ashton Kutcher, Tori Spelling and Tara Reid). It probably helps that Suaya himself was an actor, producer and director before venturing into real estate.

To achieve his goals, Adolfo Suaya has partnered with several restaurant investment/management groups. Among Suaya's projects are his undertakings with:

• The Dolce Group - Dolce, Geisha House, Bella Cucina;
• Innovative Dining Group - Sushi Roku, Boa, Katana;
• Meridian Entertainment - Table 8, Scorpion;
• SGM - Lincoln Steakhouse, Ivar, Tengu; and
• Others, including the group behind Falcon, Pearl Dragon, Voda and Rok Bar (where Mötley Crüe drummer, Tommy Lee, is an investor).
  
  

Adding to the mix, SBE Entertainment - arguably one of the fastest growing hospitality companies in the country, with interests in film and hotels - has several $6,000,000 properties in various stages of readiness in or near the Hollywood District, including the super hot Lobby Supper Club and Privilege. Some, like Slab, are slated for design by internationally-known French designer Philippe Starck.

With all that is happening in the Hollywood District, it might be difficult to choose which place to visit first. So restaurants and lounges have joined to support the new "Holly Trolley" and are encouraging "multi venue hopping" up and down Hollywood Boulevard and the Cahuenga Corridor.

And there is much more to come in the months ahead. Suaya will continue to show his stuff with Charcoal, a steakhouse; and Goa, an Indian/Middle Eastern/Moroccan experience; as well as BlackSteel, Asian-French fusion with Chef Jason Harley (who is known for his healthy, calorie-conscious cuisine) and investor Pamela Anderson.